– Over 300 million social impressions since inception in 2015

– MSG’s most engaged social media content series

– Amplified across official artist/athlete channels, sports leagues, and media accounts

Surprisingly, for the World’s Most Famous Arena, there’s a severe lack of in-venue branding and aesthetics for distinguishing the arena from its competition within the social media space.  Inspired in part by what I was able to achieve with MSG’s smaller sister venue, The Beacon Theatre, I chose MSG’s freight elevator to be the venue’s signifying trademark on social media.

I orchestrated the start of the series on November 2015, first with popular NBA and WWE superstars to initially gain the buy-in from the non-stop influx of celebrities walking “Into The Garden.”  For this project I would coordinate talent, arrange the photographers (sometimes handling the shoots myself), publishing the images on MSG’s social platforms, and later working to garner social shares from related properties (ie. official artist accounts, sports leagues, record labels, etc).

Amongst the talent to partake in this series included artists such as Beyonce, Adele, Cardi B, Little Mix, Cee Lo Green, Maren Morris, WWE Superstars, internationally known boxers, and social media influencers.

The #IntoTheGarden photo series has thus far gone on to become MSG’ most seen and engaged posts across all of its social media platforms all-time.